Media Messaging: Developing Effective Prevention Messages

Prevention campaigns are often seen as the answer to addressing substance use in the community. They are visible, wide reaching, and often meet the requirement to “do something about the substance use problem!” But just as often, campaigns can fail to produce the outcomes that are needed. APSI has invited Dr. William Crano of Claremont Graduate University and a member of APSI’s Science Advisory Board, to discuss a model called EQUIP, which is designed to help prevention and communications practitioners develop the most effective and persuasive messages. Strong messaging is important today to those of us working in prevention because of the wide array of media that are now deployed to reach populations at risk. Our communication efforts need to be based on a strong message that can be adapted to the appropriate channels for reaching the audience where it is. Dr. Crano will present the model and explain how…